Cilt 3, Sayı 8, Sayfalar 358 - 365 2017-08-31

MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL

Azenath Alves da Silva [1] , Flávio de São Pedro Filho [2] , Maria José Aguilar Madeira [3] , João Artur Avelino Leão [4] , Tiyao Sui-Qui [5]

17 31

Management strategies have been guided by the organization of entities in response to environmental variables and share the same conditions as the business process in which they exist. Special attention should be given to green marketing as a strategic alternative in achieving organizational sustainability. This research was based on the Contingency Theory, and finds that organizational variables are interrelated in a complex way with external environmental conditions, maintain interchange with them. The research entailed meeting three specific objectives: (1) identifying the environmental variables that influence the decision in Green Marketing; (2) evaluating the perception by social actors of environmental variables; and (3) analyzing the trend in performance by means of the Green Marketing tool. The methodology used was to simulate a qualitative, descriptive and exploratory case study, applying several procedures, with the support of a focus group, so as to produce constructs that would support objective deductions. The variables, competitors, economic, legal and regulatory, socio-environmental and technological variables involved in the marketing mix were identified. The perception of the social actors about the variables was evaluated, reinforcing their importance in the strategic decision making process. Analyzing the applicability of green marketing is a management strategy that confers competitive advantage to achieve organizational sustainability. This study helps those interested in business strategy, since its elements make it possible to construct a tool that can be used by modern organizations with an environmental commitment. It is hoped that this will be a collaborative product to offer to managers concerned with organizational sustainability.

Management,Green Marketing,Social Responsibility,Sustainability
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Konular
Dergi Bölümü Makaleler
Yazarlar

Yazar: Azenath Alves da Silva
E-posta: nathy_ron@hotmail.com
Ülke: Brazil


Yazar: Flávio de São Pedro Filho
E-posta: flavio1954@gmail.com
Ülke: Brazil


Yazar: Maria José Aguilar Madeira
E-posta: maria.jose.madeira@ubi.pt
Ülke: Portugal


Yazar: João Artur Avelino Leão
E-posta: arturlustosa@gmail.com
Ülke: Brazil


Yazar: Tiyao Sui-Qui
E-posta: tiyaosui@gmail.com
Ülke: Canada


Bibtex @araştırma makalesi { ijasos336547, journal = {International E-Journal of Advances in Social Sciences}, issn = {}, address = {OCERINT International Organization Center of Academic Research}, year = {2017}, volume = {3}, pages = {358 - 365}, doi = {10.18769/ijasos.336547}, title = {MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL}, language = {en}, key = {cite}, author = {Sui-Qui, Tiyao and Madeira, Maria José Aguilar and Leão, João Artur Avelino and Filho, Flávio de São Pedro and da Silva, Azenath Alves} }
APA da Silva, A , Filho, F , Madeira, M , Leão, J , Sui-Qui, T . (2017). MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL. International E-Journal of Advances in Social Sciences, 3 (8), 358-365. DOI: 10.18769/ijasos.336547
MLA da Silva, A , Filho, F , Madeira, M , Leão, J , Sui-Qui, T . "MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL". International E-Journal of Advances in Social Sciences 3 (2017): 358-365 <http://ijasos.ocerintjournals.org/issue/31049/336547>
Chicago da Silva, A , Filho, F , Madeira, M , Leão, J , Sui-Qui, T . "MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL". International E-Journal of Advances in Social Sciences 3 (2017): 358-365
RIS TY - JOUR T1 - MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL AU - Azenath Alves da Silva , Flávio de São Pedro Filho , Maria José Aguilar Madeira , João Artur Avelino Leão , Tiyao Sui-Qui Y1 - 2017 PY - 2017 N1 - doi: 10.18769/ijasos.336547 DO - 10.18769/ijasos.336547 T2 - International E-Journal of Advances in Social Sciences JF - Journal JO - JOR SP - 358 EP - 365 VL - 3 IS - 8 SN - -2411-183X M3 - doi: 10.18769/ijasos.336547 UR - http://dx.doi.org/10.18769/ijasos.336547 Y2 - 2017 ER -
EndNote %0 International E-Journal of Advances in Social Sciences MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL %A Azenath Alves da Silva , Flávio de São Pedro Filho , Maria José Aguilar Madeira , João Artur Avelino Leão , Tiyao Sui-Qui %T MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL %D 2017 %J International E-Journal of Advances in Social Sciences %P -2411-183X %V 3 %N 8 %R doi: 10.18769/ijasos.336547 %U 10.18769/ijasos.336547